Branding & Design Standards

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1 TM Branding & Design Standards Standards Are Strictly Enforced

2 FIRST Logo Our logo consists of uniquely configured components, a composite graphic element, the triangle, circle and square, and the FIRST wordmark. Vertical Usage Horizontal Usage 1

3 FIRST Logo colors Four Color Process / CMYK C=0 M=100 Y=100 K=0 C=100 M=60 Y=0 K=0 K=100 K=40 Spot Four Color Process / CMYK color model - A color model used in full color printing. CMYK refers to the four inks used: Cyan, Magenta, Yellow, and Key (black). PMS 485 PMS 286 BLACK PMS Cool Grey 6 Spot / PMS colors- A pure ink single color for printing. Can reduce the number of plates needed if using spot as opposed to CMYK. Also defines the true colors since it is one mixed ink it can not be 100 percent reproduced in CMYK. RGB RGB - A color system used in displaying color in an electronic environment such as websites and online content. Different devices can display RGB values differently. R=237 G=28 B=36 R=0 G=101 B=179 R=35 G=31 B=32 R=167 G=169 B=172 2

4 FIRST Acronym Definition Line Initial letter in each word of the acronym is red to emphasize the origin of the FIRST name Vertical Usage Centered - with FIRST logotype Align left - with edge of F in FIRST Space on all orientations should be the same - Space between logotype and tag should be proportional to the height of the T in FIRST Align right - with right bottom edge of T in FIRST Align baseline and run into the FIRST logo type - with right bottom edge of T in FIRST 3

5 FIRST Acronym Definition Line Initial letter in each word of the acronym is red to emphasize the origin of the FIRST name Horizontal Usage Align left - with left edge of F in FIRST Space on all orientations should be the same - Centered - with FIRST logotype & Icon Space between logotype and tag should be proportional to the height of the T in FIRST Align right - with right bottom edge of T in FIRST 4

6 FIRST Logo - On dark colors Reversed Usage 5

7 FIRST Logo - space around Maintain the logos impact by keeping a fair amount of uncluttered space around the logo. When using the acronym defining line, the space starts from the baseline of the acronym defining line not the FIRST wordmark. (see second example to the left) In some instances an overlap at the top icon can be a nice way to tuck the brand into a main visual. See sample below: F O R I N S P I R AT I O N A N D R E C O G N I T I O N O F S C I E N C E A N D T E C H N O L O G Y 6

8 FIRST Logo Elements The typography and icon Icon The FIRST wordmark and interlocking triangle, circle, and square graphic icon element may be used as separate branding pieces but MUST not be the only representation of the logo. Either the Vertical or Horizontal MUST appear in its original designed configuration some where in the materials. Igniting young minds. It makes you feel if you try hard enough, you can do anything. FIrst Team member TM Examples shown here: Wordmark What s Founded by inventor Dean Kamen to turn young people on to career 200 Bedford Street n Manchester, NH What s Founded by inventor Dean Kamen to turn young people on to career 200 Bedford Street n Manchester, NH A n n u A l R e p o R t opportunities in science, technology, opportunities in science, technology, engineering, and math, this 501(c) engineering, and math, this 501(c) For InspIratIon and recognition of science and technology (3) not-for-profit organization designs (3) not-for-profit organization designs 1 accessible, motivational programs combining teamwork, competition, and just plain fun for students ages 6 to 18 around the globe. Teams of students in four different age groups, Vision......to transform our culture by creating a world where science and technology are celebrated and where young people dream of becoming science and technology heroes. Dean Kamen, Founder accessible, motivational programs FIR001_2008AnnualFINAL211.indd 1 combining teamwork, competition, and just plain fun for students ages 6 to 18 around the globe. Teams of students in four different age groups, Vision... 2/11/09 11:54:39 AM...to transform our culture by creating a world where science and technology are celebrated and where young people dream of becoming science and technology heroes. Dean Kamen, Founder supported by more than 85,000 committed Mentors, Coaches, Volunteers, and Sponsors, accept the challenge to fund, design, build, and compete with robots of their own Mission......to inspire young people to be science and technology leaders, by engaging them in exciting mentor-based programs that build science, engineering, and technology skills, that inspire innovation, and that foster well-rounded life capabilities including self-confidence, communication, and leadership. supported by more than 85,000 committed Mentors, Coaches, Volunteers, and Sponsors, accept the challenge to fund, design, build, and compete with robots of their own Mission......to inspire young people to be science and technology leaders, by engaging them in exciting mentor-based programs that build science, engineering, and technology skills, that inspire innovation, and that foster well-rounded life capabilities including self-confidence, communication, and leadership. creation under strict rules and time constraints. Local and regional winners face off in this weekend s international Impact...FIRST participants are 50% more likely to attend college, twice as likely to go on to major in science or engineering, and three times as likely to major specifically in engineering. creation under strict rules and time constraints. Local and regional winners face off in this weekend s international Impact...FIRST participants are 50% more likely to attend college, twice as likely to go on to major in science or engineering, and three times as likely to major specifically in engineering. FIRST Championship competitions FIRST Championship competitions earning medals, trophies, and earning medals, trophies, and bragging rights. You are privileged to bragging rights. You are privileged to watch our young science, engineering, watch our young science, engineering, and technology leaders of tomorrow and technology leaders of tomorrow show off their skills, imaginations, and show off their skills, imaginations, and Gracious Professionalism. Gracious Professionalism. For InspIratIon and recognition of science and technology For InspIratIon and recognition of science and technology For InspIratIon and recognition of science and techno FIRST is a trademark and the FIRST logo is a registered trademark of US FIRST. FIRST is a trademark and the FIRST logo is a registered trademark of US FIRST. 7

9 FIRST Logo - Black Greyscale Logo Reversed Usage 8

10 FIRST Design Samples Etching / Single Color / Screen / Embroidery 9

11 FIRST Logo - Minimum Sizes Horizontal minimum =.5 inches high Vertical minimum =.8 inches high The acronym defining line may not be set below 5 point type or.08 inches high 10

12 FIRST Logo - Do not alter the logos DO NOT distort DO NOT change colors DO NOT alter elements DO NOT rotate DO NOT reset type FIRST DO NOT put in graphic shapes DO NOT put on distracting backgrounds DO NOT put in borders DO NOT put periods between letters in Wordmark or Logo 11

13 Program Logos

14 FIRST Program Logos The Family of Programs Colors versions and the Single Color Blue versions may only be used if the FIRST logo or the appropriate FIRST Icon Program Logo appears in close proximity. Family of programs colors The Grey, Red and Blue used in the below logos are the same as specified in FIRST logo on page 2 of this guide. FIRST Icon Program Logos Reversed 13

15 Positive FIRST Program Logos - Black Reversed 14

16 FIRST Programs - Do not alter the logos DO NOT change colors DO NOT distort DO NOT rotate DO NOT alter elements DO NOT put in graphic shapes DO NOT reset type FRC FIRST ROBOTICS COMPETITION DO NOT put in borders DO NOT put on distracting backgrounds 15

17 FIRST Program The FIRST Family of Programs Colors Four Color Process / CMYK PMS Process C=100 M=70 Y=0 K=40 PMS Process C=10 M=30 Y=100 K=0 PMS Process C=0 M=100 Y=90 K=20 PMS Process C=70 M=0 Y=35 K=20 Spot PMS 2756 PMS 124 PMS 193 PMS 562 RGB R=0 G=57 B=116 R=230 G=178 B=34 R=196 G=20 B=37 R=35 G=158 B=152 16

18 Graphic Guidelines

19 FIRST Typefaces The organization name FIRST must always appear in italics and all capital letters in all copy instances Helvetica Neue Extended May be used on headlines, subheads, names of speaker ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue Bold Extended May be used for emphasis and FIRST typesetting in headlines ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Examples Headlines - Back shadows can be used for emphasis Helvetica Neue BQ Roman May be used in bodycopy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue BQ Italics May be used in bodycopy or subheads for emphasis and on FIRST ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Adobe Garamond Pro Italics May be used in pull quotes and sidebars ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Videos MENU MENU FIRST PDF italics Collateral in body copy and headlines FIRST Promo (6:14) Videos FRC Student Voices (3:03) What s FIRST? PDF Brochure Collateral FIRST Fact Sheet FTC Promo (3:39) FIRST Promo (6:14) Annual Report 2009 Scholarships FLL Get In The Game FRC (3:28) Student Voices (3:03) What s FIRST? Brochure FIRST Fact Sheet Key Sponsors How To Start A Team FIRST Scholarship FTC (1:00) Promo (3:39) Annual Report 2009 Scholarships FLL Get In The Game (3:28) FIRST Leadership 2009 Championship Wrap Video (2:15) Key Sponsors How To Start A Team FIRST Scholarship (1:00) News FIRST Leadership 2009 Championship Wrap Video (2:15) NY1 News Time Warner News Cable FIRST Videos on FIRST WorldTube FIRST Robotics NY1 at the News White Time House Warner Cable Pull quotes Overview At A Glance At A Glance How It Works FIRST Videos on FIRST WorldTube How It Works How It Works How It Works Web Links FIRST Robotics at the White House Vision OverviewSchools At A Glance Vision At A Glance How It Works How It Works How It Works Volunteer Evaluation Sponsors History Web Links Vision Schools Vision Save The Dates Academic Success Volunteers Growth Volunteer Inspiring Minds Evaluation SponsorsSport For The Mind History FIRST Home Page Save The Dates Teams Academic Success Volunteers Smart Move Growth FIRST News Page Inspiring Minds Sport For The Mind FIRST Home Page Universities Teams FIRST Events Page Teams Smart Move FIRST News Page Volunteers Schools FIRST Regional Director Universities Teams Contact FIRST Information Events Page Page Sponsorship Sponsors Volunteers Schools FIRST Regional Director Careers Volunteers FIRST List Of Sponsors Sponsorship Sponsors Contact Information Page Coaches FIRST Community Careers Volunteers FIRST List Of Sponsors Universities FIRST Bill s Blog Testimonials Coaches FIRST Community FIRST Ken s Bog Universities FIRST Bill s Blog International FLL Page Testimonials FIRST Ken s Bog International FLL Page How Univers Condensed Oblique Used in tagline and tight horizontal areas to conserve space ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz URL & Defining Line For InspIratIon and recognition of science and technology 18 For InspIratIon and recognition of science and technology

20 FIRST Complimentary Color Palette C=0 M=100 Y=100 K=48 C=100 M=75 Y=15 K=20 C=0 M=5 Y=50 K=5 C=20 M=10 Y=5 K=5 C=15 M=0 Y=5 K=0 19

21 Intellectual Property

22 FIRST Intellectual Property Guidelines Intellectual Property FIRST owns valuable assets in the form of trademarks and copyrights. Before using FIRST assets, including names, logos, graphics, and written material, please review our Policy on the Use of FIRST Trademarks and Copyrighted Materials (includes FIRST and The LEGO Group Intellectual Property). The Policy is available on our website Please Note: All FIRST business cards must be reviewed and approved by FIRST Marketing (please send requests to and allow two business days for response). 200 Bedford Street n Manchester, NH n

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